Who's afraid of transcreation?

Million dollar question: can you take a text that's intended for an English-speaking audience, translate it verbatim and then just dish it out in another market, to a different segment who speaks a different language? 

Answer: Not really. (You guessed it!)

Sometimes it might work, but most times a "regular" translation doesn't cut it. You need to take a whole new approach.

Enter transcreation.
Transcreation is a creative process during which your marketing text gets reworked into a text suited for another audience in the target language (in our case, Italian).

The text might undergo significant changes and might come out entirely different, especially if source and target culture are very distant.
Research is a fundamental part of this, so the client should provide as much information as possible on intent, brand's style and voice, target audience, etc.
Of course the input of and collaboration with marketers is also very important in this kind of work, to ensure the intended end result stays the same.

The benefits?
👉Create laser-focused copy for your Italian audience
👉Write a better-flowing, natural-sounding text
👉Get better response and engagement
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And ultimately:
👉Convert and sell more


Are you convinced yet? 😉 
Next time you need to translate your marketing materials, try to discuss this approach with your translator and let me know how it goes!